Episerver’s report sheds light on Amazon’s e-commerce dominance but also offers some avenues for other retailers to reclaim holiday territory. The report, for example, re-affirms previous research from Jumpshot indicating that more consumers search for products on Amazon than Google.
On the other hand, the report outlines the importance of content in attracting consumers. Episerver’s survey found that 26% of shoppers enjoy the product information found on brands and retailers’ websites compared to other shopping channels, adding that Amazon hasn’t yet invested in useful content for consumers. The survey also found that 52% of shoppers have clicked on a social media influencer’s product post on social media.